Project: Direct Mail Communication
Client: CIBC
Agency: FUSE Marketing
Copywriter: Joel Cleroux


The main problem was that the typical CIBC employee had only one or two services within the institution, most of them using a different financial entity for they primary banking needs.


We decided to reward their current employees in a new way using an old form of advertising (Direct Mail), while generating growth by keeping the business within CIBC itself.

By rewarding the employees for opening accounts and using CIBC services, showed them that they've had all this unexploited potential by using the services provided by the institution they already work for and that wants the best for them, reaching their goals together, faster.

Arnaldo Quintini